While operators might think that off-premises customers are motivated primarily by convenience, a new report tells a different story. According to the National Restaurant Association’s 2025 Off-Premises report, customers across drive-thru, takeout, and delivery channels make restaurant purchasing decisions based on their fiscal capability and the availability of deals and discounts.
Although value offerings ranked third in the list of off-premises customer demands (behind speed and customer service), 82% of delivery customers seek value offers, and prioritize that over access to loyalty programs and ease of technology usage.
In this uncertain economy, the cash-strapped customer is frequently looking for a discount before placing that online order or driving up to the takeout window. Across all off-premises categories, 4 in 5 consumers said they’d be willing to order at an off time of day in order to take advantage of discounts offered during less busy dayparts. Additionally, 82% of survey respondents said that they would order delivery more if they could afford it.
The report offered a detailed look at off-premises consumer habits, noting that Millennials are 9% more likely than Gen Z to order via mobile app — but financial factors stood out repeatedly.
